About this episode

The episode discusses how Tenzing is disrupting the energy drinks market dominated by Red Bull and Monster with a focus on natural energy.

The energy drinks category has grown year-on-year for three decades. Red Bull and Monster have dictated play; their high-octane branding has written the rulebook for how energy drinks show up on shelf and in culture. But there’s a new wave of brands disrupting the category. Tenzing - like their Everest-conquering sherpa namesake – are pioneering a new route, leading the way in what is a burgeoning natural energy subcategory. With a pointed perspective that ‘life is too good for bad ener...

People in this episode

Host: Haines

Guest: Huib van Bockel

Topics covered

• energy drinks
• branding
• natural energy
• market disruption
• business strategy

Mentioned in this episode

Organizations: Tenzing, Red Bull, Monster

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